The ADKAR Model: A Proven Framework for Lasting Organisational Change
The ADKAR model is a proven change management framework that helps organizations achieve lasting transformation. By guiding individuals through five key stages—Awareness, Desire, Knowledge, Ability, and Reinforcement—leaders can overcome resistance, build employee buy-in, and make change stick. Discover how ADKAR works, real-life examples, and tips for applying it in your business.
Are you frustrated by change initiatives in your business that start strong but quickly lose steam? You’re not alone. Many organisations struggle to make change stick. That’s where the ADKAR model for change management comes in—a step-by-step framework designed to help businesses not just implement change, but sustain it for the long haul.
The ADKAR model—developed by Prosci—stands for Awareness, Desire, Knowledge, Ability, and Reinforcement. Each stage addresses a critical milestone in the change journey, guiding individuals and organisations through transformation with clarity and structure.
In this guide, we’ll break down each step of the ADKAR change model, show you how it works in real-life situations, and explore common challenges you might face when implementing it.
What Is the ADKAR Model?
At its core, the ADKAR model recognizes that successful change happens at the individual level first. It’s not just about leadership mandates—it’s about employees understanding, committing to, and practicing new behaviours until they become part of the culture.
The five steps of ADKAR—Awareness, Desire, Knowledge, Ability, and Reinforcement—act as building blocks. Each one must be achieved before moving forward, making it one of the most practical and widely used change management models today.
Step 1: Awareness – Why Change Is Necessary
Ever tried rolling out a big initiative only to be met with blank stares or resistance? That’s what happens when there’s no awareness of the need for change.
This first step focuses on answering why the change is happening. Without this, people won’t see the urgency or relevance. Leaders should share data, case studies, or stories that highlight the risks of not changing and the benefits of moving forward.
💡 Pro tip: Use both logic (facts, figures) and emotion (personal stories, customer experiences) to connect with your team.
📊 A Gestaldt study found that 75% of change programmes fail, often due to lack of employee buy-in—making this step critical.
Step 2: Desire – Building Motivation and Buy-In
Even if people understand the why, they won’t automatically want to jump on board. The Desire stage focuses on motivation—turning awareness into personal commitment.
Here, leaders must address concerns: Will the change affect job security? Workload? Career opportunities? By linking benefits directly to employees’ goals and well-being, you create a personal stake in the outcome.
💡 Pro tip: Involve employees early—give them a voice in shaping the process. This increases ownership and reduces resistance.
“People don’t buy what you do; they buy why you do it.”
Step 3: Knowledge – Equipping People for Success
Knowing change is necessary and wanting it isn’t enough—people also need the skills and knowledge to put it into action.
This stage is all about training, resources, and clear guidance. It might include hands-on workshops, e-learning, or mentoring. The goal is to close skill gaps and give employees confidence to adopt new systems or processes.
💡 Pro tip: Create job aids or quick-reference guides employees can use in the flow of work.
📊 According to LinkedIn’s 2024 Workplace Learning Report, 94% of employees say they’d stay longer at a company that invests in their development.
Step 4: Ability – Turning Knowledge Into Action
Here’s the kicker: just because someone knows how to do something doesn’t mean they can do it confidently. The Ability phase focuses on practice, feedback, and real-world application.
Pilot programmes, simulations, or shadowing opportunities allow employees to test their skills in safe environments before going all-in. Ongoing coaching and feedback are crucial here.
💡 Pro tip: Celebrate small wins to build momentum. When employees see their progress recognised, confidence grows.
“You have to expect things of yourself before you can do them.”
Step 5: Reinforcement – Making Change Stick
The final step, Reinforcement, ensures the change becomes part of your culture rather than fading out. Recognition, incentives, and consistent feedback keep new behaviors alive.
This may involve integrating the change into performance reviews, offering rewards, or sharing success stories across the organization. The idea is to prevent backsliding and keep people motivated.
💡 Pro tip: Track progress with measurable KPIs—what gets measured gets reinforced.
📊 Research from Prosci shows that reinforcement activities can increase the likelihood of change success by up to 70%.
Real-Life Example: ADKAR in Action
A financial services company used the ADKAR model to roll out a new CRM system.
Awareness: Leaders communicated how the system would improve customer service and streamline sales.
Desire: Teams were reassured the CRM would make their jobs easier, not harder.
Knowledge: Employees received hands-on workshops and job aids.
Ability: The rollout was phased, allowing time to practice with support.
Reinforcement: The CRM was tied to performance metrics and adoption was rewarded.
The result? Improved customer service, higher sales productivity, and stronger employee engagement.
Common Challenges with the ADKAR Model
While the ADKAR framework is powerful, leaders often face hurdles, such as:
Resistance to change – Employees may fear loss of control or disruption.
Sustaining momentum – Without reinforcement, old habits creep back.
Poor communication – Failing to explain why and what’s in it for me leads to disengagement.
Limited resources – Training and reinforcement take time and investment.
Overcoming these requires patience, strong leadership, and consistent communication.
Final Thoughts: Unlocking Lasting Change with ADKAR
In today’s fast-paced business world, adaptability is everything. The ADKAR change management model offers a practical, people-first framework for navigating transformation.
By moving through Awareness, Desire, Knowledge, Ability, and Reinforcement, organizations not only roll out new initiatives successfully but also embed them into culture for long-term impact.
Change may be tough, but with ADKAR, it’s absolutely achievable. Or as management expert Peter Drucker put it: “The greatest danger in times of turbulence is not the turbulence—it is to act with yesterday’s logic.”
Embracing Organisational Change: Strategies for Success
Discover proven strategies to overcome resistance, foster innovation, and empower employees to embrace organisational change and drive growth.
Change in business is like the tide—you can’t stop it, but you can learn to ride the wave. For organisations, change is often daunting, yet it holds the key to growth, innovation, and long-term success. Still, many companies stumble when it comes to transformation.
In fact, research by Gestaldt Consultants shows that only 25% of organisational change initiatives succeed—a sobering reminder of just how challenging the process can be.
This article will walk you through the importance of embracing change, the barriers organisations face, and proven strategies to overcome resistance and drive successful transformation.
Why Embracing Change Is Crucial for Business Growth
Every successful organisation has one thing in common: adaptability. From technological advancements to shifting market demands, change is no longer optional—it’s a survival strategy.
As Jack Welch, former CEO of GE, famously said:
“If the rate of change on the outside exceeds the rate of change on the inside, the end is near.”
Whether it’s adopting new technology, restructuring teams, or innovating services, companies that embrace change thrive. Those that resist risk being left behind.
👉 Tip: Frame change as an opportunity, not a threat. Highlight how it supports growth and benefits employees directly.
The Hidden Barriers Holding Organisations Back
Resistance to change is natural. Employees often fear the unknown, worry about job security, or feel disconnected from leadership’s vision.
Organisational culture also plays a major role. Rigid hierarchies or a “we’ve always done it this way” mindset can stifle progress. Add limited resources into the mix—such as lack of training or technology—and change initiatives often lose momentum.
👉 Tip: Conduct an internal audit to identify cultural and structural barriers before launching a change programme.
Winning Hearts and Minds: Overcoming Resistance
One of the biggest mistakes organisations make is underestimating the power of communication. Employees need to know why change is happening, how it will benefit them, and what their role will be in the process.
Harvard Business Review reports that effective communication makes employees 3.5x more likely to be engaged during transformation.
👉 Tip: Use storytelling in communication—paint a picture of the “before and after” to help employees emotionally connect with the vision.
Building a Culture of Innovation and Adaptability
Organisations that thrive on change don’t just adapt—they innovate. Creating a workplace where employees feel safe to share ideas, take risks, and learn from failure is key.
As Satya Nadella, CEO of Microsoft, put it:
“Our industry does not respect tradition—it only respects innovation.”
When leaders model adaptability themselves, employees follow suit. A culture that values curiosity and experimentation will always be better positioned to navigate change.
👉 Tip: Celebrate small wins and innovations to reinforce an adaptable culture.
Upskilling: The Secret Weapon for Change Success
Change without training is like sending a team into battle without armour. Employees must have the skills to succeed in new environments.
According to the World Economic Forum, 50% of employees will need reskilling by 2025 due to technological disruption. Companies that invest in up-skilling are not just preparing for change—they’re securing their future.
👉 Tip: Tailor training programmes to match specific change initiatives—whether it’s digital skills, leadership training, or agile project management.
Empowering Employees to Lead the Charge
Change works best when employees feel they are part of the solution, not just passive recipients of new rules. Empowerment builds ownership, accountability, and motivation.
Involving employees in decision-making and recognising their contributions fosters loyalty and increases buy-in. When individuals drive the change themselves, the results are stronger and more sustainable.
👉 Tip: Create cross-functional change teams to give employees a voice in shaping new processes.
Measuring and Refining Change Initiatives
What gets measured, gets improved. Without clear metrics, organisations can’t track progress or identify what needs adjustment.
Regular evaluations, employee feedback sessions, and performance tracking ensure that change initiatives remain aligned with organisational goals.
👉 Tip: Establish both short-term milestones and long-term KPIs to measure success and maintain momentum.
Case Study: IBM’s Bold Transformation
A classic example of successful change is IBM’s transformation from a hardware-focused company to a global leader in software and services.
IBM invested heavily in employee training, embraced innovation, and reorganised its structure to stay relevant in a digital-first world. The result? A business turnaround that secured IBM’s position as a tech giant in a rapidly evolving market.
Conclusion: Change Is the Path to Thriving, Not Just Surviving
Change is no longer something organisations can avoid—it’s the very fuel of progress. By overcoming resistance, fostering innovation, investing in training, empowering employees, and tracking results, companies can turn disruption into opportunity.
Remember, embracing change isn’t about surviving today—it’s about thriving tomorrow. The businesses that adapt fastest will be the ones shaping the future.